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1. To build, plan, and evaluate actions and discourses inherent to advertising communication for the development of high-impact communication campaigns. 2. To gain detailed and in-depth knowledge of the most advanced theories, categories, and specific concepts that have most influenced the evolution of the advertising discipline. 3. To provide a thorough understanding of the terms, relationships, operations, references, phenomena, and structures, as well as the various discussions and approaches within the field of communication in general and advertising in particular. 4. To grant students cognitive and interpretative abilities regarding the elements of communication and their evolution, processes, and forms, as well as their adaptations to complex and diverse contexts.

Part One. Fundamentals Introduction to Advertising & Communication Typology of advertising Advertising and society. Open debates on the role of advertising in society Public Service Advertising. Using Advertising to promote new values and change. Part two. Advertising, agencies, and Public Relations The main agents of the advertising process The role of the advertiser Advertising Agencies: structure and types. Public relations. Strategies and scope. Part three. Brand communication and strategic planning Types of markets Key players in strategic brand communication Brand communication and Marketing communication Marketing Mix Creating a brand Part Four. Advertising and Media Advertising and effectiveness. Facets of impact. Publicidad y medios Media landscape Media Planning. Fundamentals of Media StrategyOwned, paid, and earned media Alternative uses to traditional media Part Five. Advertising and New Media. Integration Media basics: The media industry. Key media players Why and how is the Media landscape changing Alternative Media Forms Digital advertising and new channels. Alternative communication tools. Social networking and advertising. Direct Marketing, Sales Promotion, Public Relations, Events and Sponsorships. Part Six. Creative Strategies. Creativity and Content Creation. The Big Idea and the creative process. Managing creative strategies. Creative effectiveness. Challenges of AI

LEARNING ACTIVITIES Theoretical class Theoretical-practical class Group work Individual student work Exams and assessment tests TEACHING METHODOLOGY Lectures delivered by the professor with the support of digital and audiovisual media, in which the main concepts of the subject are developed and bibliographic references are provided to complement students learning. Critical reading of texts and viewing of audiovisual materials recommended by the course instructor, such as press articles, videos, advertising campaigns, reports, manuals, and/or academic papers, either for later discussion in class or to broaden and consolidate knowledge of the subject. Resolution of practical cases proposed by the professor on communication and advertising, carried out individually or in groups. Class presentations and discussions, moderated by the professor, on topics related to the content of the subject as well as on practical case studies. Preparation of assignments and reports, either individually or in groups.